The municipal design industry is an intelligent service industry.Its level and capability is one of the decisive factors in the level and capacity of infrastructure construction in a country or region.There are many small and medium design units in the municipal design industry which have not yet separated from their careers and turned into enterprises.Because of their management system,personnel rights and other aspects,there are no objective conditions and subjective impetus to develop and implement the development strategy,and their survival and development are facing great challenges.Under the background of deepening the system reform in the 18 th CPC National Congress,under strict requirements of provincial construction departments for the design qualification admittance system,the transformation of the small and medium municipal design units will be imminent.This paper,taking JH municipal design company as the research representative,combined with the theory of enterprise strategy research,firstly analyzes its external macro environment with PEST model,analyzes its external competitive environment with five force competition model,analyzes the internal environment of the company,and uses EFE and IFE matrix to evaluate the key factors of the external and internal environment of the company.Through the evaluation results,it is concluded that "the current development mode of the company can’t adapt to the current and future development,and needs to formulate the company’s development strategy as soon as possible".Secondly,by using the SWOT analysis model,six kinds of strategic alternatives are preliminarily selected by listing the strengths and weaknesses of the company and the opportunities and challenges facing the outside world.On the basis of this,the QPSM matrix is used to get the attractiveness of the strategic alternatives.And then,we will determine the development strategy of the company after the Enterprise-oriented Reforms: focus on the differentiation strategy of market segmentation.Finally,the concrete measures of organizational structure,human resource management and enterprise culture reform are put forward,and points out the problems that should be paid special attention to in the process of the implementation of the strategy.The purpose of this paper is to provide guidance for the development strategy of the small and medium-sized municipal design units after scientific analysis methods and research achievements on the theory of strategic development at home and abroad.At the same time,the process of discussion and analysis is also of reference value to the development and implementation of development strategies of small and medium-sized units in other industries in the period of Enterprise-oriented Reforms. |